Content Marketing Plan

OAKLAND WOMEN’S CENTER CONTENT PLAN The OWC content plan will focus on increasing awareness and advocacy for Oakland Women’s Center through strategic content planning.

The tactics used in this plan include media relations and social media management. Media relations activities will center around Bay Area media outlets. Two targeted media pieces will be crafted which explore OWC’s social and community impact, as well as OWC’s exemplary leadership.

Social media activities will aim to increase the size of OWC’s captive audience. Social media content will be crafted to inspire community members to take action, be it through membership, volunteering or donations.

TABLE OF CONTENTS Messaging Statement pg. 3 Brand Guidelines pg. 4 Online Audiences pg. 5 Audience Profile pg. 6 - 8 Content Plan pg. 9 Facebook Bio pg. 10 Instagram Bio pg. 11 Hashtags pg. 12 Media Relations pg. 13 Timeline pg. 14

MESSAGING STATEMENT OLD What We Do Oakland Women Center provides a safe place for women to enhance life skills, to find key resources, and to connect with other women in ways that heal and nurture mind, body, and soul.

Why We're Here Every woman deserves the opportunity to discover her unique gifts, and to create a life of peace and prosperity. The Center is a 'base camp' for building fulfilling lives.

NEW What We Do Oakland Women’s Center is a place of growth for the mind, body, and soul. A community of empowerment for all women to connect with one another, while discovering resources for success.

Why We Do It We champion a powerful truth, that every woman has the capacity for fulfillment and wellness within her. The Center is a community committed to the success of women everywhere.

BRAND GUIDELINES The following brand guidelines should be used to create materials which represent the Oakland Women’s Center brand.

PRIMARY Hex #31B6C5 RGB (49, 182, 197)

Hex #714684 RGB (113, 70, 132)

Hex #FED428 RGB (235, 235, 235)

Hex #C693FF RGB (198, 247, 255)

Hex #FFFC95 RGB (255, 252, 149)

S E C O N DA R Y Hex #C1EDD6 RGB (193, 237, 214)

TITLE Georgia ABC abc

SUBTITLE

BODY

N ote w o rt h y

Avenir ABC abc

ABC abc

ONLINE AUDIENCES Each social media platform will focus on reaching a specific audience. Each platform will also take on a unique tone of voice, while staying consistent with OWC’s brand style. These online audiences form the basis of audiences that will be targeted using paid social promotion.

Since the Twitter account associated with OWC is for WCI, a bio will not be written for this network.

Fa c e b o o k AUDIENCE Community Members, New Members, Donors, Business Owners

TONE Champion of Safe Community Centers for Women

CONTENT Events, Giving Campaigns, Volunteer Opportunities, Community Resources

TONE Center of Excellence for All Women

CONTENT Events, Inspirational Quotes, Business Tips, Spotlights / Features

I n s ta g ra m AUDIENCE Community Members, New Members, Business Owners, Donors

Tw itte r AUDIENCE Media, Community Members, Donors

TONE Warrior for Women’s Rights

CONTENT News, Events, Inspirational Quotes, Giving Campaigns, Community Resources

AUDIENCE PROFILE N E W M E M B ER

1

The New Member is searching for a space where she isn’t pressured to pretend she feels any better than she actually does. She is deeply involved with the local community, wants to make a difference in socioeconomic and political issues, and cares for others as if they are lifelong friends.

WANTS TO KNOW SOMEONE HAS HER BACK

2

LONGS FOR CONNECTION WITH LIKEMINDED WOMEN

HOT BUTTON

3

BACKGROUND

The new member is most likely to respond to messages that hold her accountable, support her in a difficult stage in life and help her find tools and resources she didn’t know were available.

READY TO STEP INTO HER POWER AND LEAD THE LIFE SHE WAS MEANT TO

AUDIENCE PROFILE EA S Y D O N O R BACKGROUND The Easy Donor feels like giving back is a missing part of her life, but subconsciously believes making a donation means she can’t treat herself to a vacation or purchase as often as she likes. She also feels like donation forms are too lengthy, and the proceeds aren’t guaranteed to reach the program she wants to support. While she may be reluctant to give money, she is well connected and able to donate food, supplies, and volunteer time, for the right cause.

HOT BUTTON The Easy Donor is most likely to respond to messages that make it easy, engaging and rewarding to donate. Avoid asking for large monetary contributions and show her how charity can be a daily part of her life.

1 2 3

NEEDS A REASON TO MAKE A DONATION VERSUS TREATING HERSELF WANTS TO GET INVOLVED IN A WAY THAT ALSO ADDS VALUE TO HER LIFESTYLE WANTS TO KNOW HER DONATION WILL GO TO PROGRAMS AND NOT OPERATING COSTS

AUDIENCE PROFILE P O W ER H U S T L ER BACKGROUND The Power Hustler is determined to do all she can, to ensure her business succeeds. She gets pleasure when other organizations, brands and entrepreneurs take notice of her and values customer praise above all. She may be at various stages of her entrepreneurial journey, but one thing is for sure: she’s game for anything that will help her grow, advance and succeed in business.

HOT BUTTON The Power Hustler is most likely to respond to messages that show her how to run her business more professionally, and with efficiency. She wants tools, resources and exposure at the lowest cost possible. Make sure to ask what she needs help with, when engaging with her online.

1 2 3

DOING ALL THAT SHE KNOWS TO GROW HER BUSINESS AND OPEN TO SUGGESTIONS BELIEVES HER LIFE’S PURPOSE CAN BE FULFILLED THROUGH SUCCESSFUL BUSINESS OWNERSHIP WANTS ACCESS TO PROMOTIONAL OPPORTUNITIES FOR HER BUSINESS

CONTENT PLAN In addition to national holidays and milestones, all content will reflect milestones and events for OWC.

JA NUARY

FEBRUARY

Social / Community Impact Pitch Leadership Profile Pitch

Black History Month

Women’s Support Group (Weekly, Tuesday)

Movie Night - Hidden Figures (TBD)

Mood Board Event (TBD)

American Heart Association Event (TBD)

Oakland Women’s March (Jan 20)

Valentine’s Day (Feb 14) Chinese New Year (Feb 16)

MARCH

Women’s History Month World Compliment Day (Mar 1) Women’s Day (Mar 8)

FACEBOOK BIO ABOUT

MISSION

OLD

OLD

Oakland Women's Center is a safe place where women can enhance important life skills, get links to key resources, and connect with an amazing community of supportive women - to heal and nurture mind, body, and spirit.

Oakland Women's Center is a safe place where women can enhance important life skills, get links to key resources, and connect with an amazing community of supportive women - to heal and nurture mind, body, and spirit.

NEW

NEW

Oakland Women’s Center is a place of growth for the mind, body, and soul. A community of empowerment for all women to connect with one another, while discovering resources for success.

We champion a powerful truth, that every woman has the capacity for fulfillment and wellness within her. Oakland Women’s Center is a community committed to the success of women everywhere.

S TO R Y OLD Oakland Women's Center opened in West Oakland in May 2015.

The Center provides: Safe gathering place; Integrated access to key resources; Connection with a supportive community of women

NEW Oakland Women's Center is a safe gathering place for women experiencing spiritual unrest, homelessness, educational and skills deficits, stunted business growth, etc. For women who seek to improve their circumstance and livelihood, the Center is an incubator for the mind, body and soul. Membership is free, and all Bay Area residents are invited to fellowship and connect with our supportive community of women. As a 501(c)3 organization, located in West Oakland, your generous contributions keep our doors open to humbly assist women everywhere.

INSTAGRAM BIO S UMMARY

OLD OWC provides a place to enhance life skills, find key resources, and connect with other women to heal and to nurture mind, body, and soul.

NEW Oakland Women’s Center is an incubator for the mind, body, and soul. A place of empowerment for all women to connect with one another, while discovering resources for success.

HASHTAGS B RA N D E D

E V ER G R E E N #WomenEntrepreneurs #WomenSupportingWomen #WomenWhoEmpower #WomenWeLove #WomenWhoLead

#OaklandWomensCenter

#StepIntoYourPower #ForTheCause

#OaklandWomensCenterBazaar

#MakingADifference

#OWCSpotlight

#Philanthropy

#OWCSupportCircle

#OaklandNonprofit #OaklandLoveIt #OaklandIsHome #OaklandEvents #OaklandPride #OaklandGirl #BayAreaNonprofit #BayAreaEvents

MEDIA RELATIONS A pitch list has been developed for OWC, which consists of media outlets in the San Francisco Bay Area. The following stories will be developed and pitched, as a result of the 12/19 brainstorming session for OWC.

S O C I A L / C O M M U N I T Y I M P A CT

L EA D ER S H I P P R O F I L E

This Non Profit Helps Women Step Into Their Power

Oakland Leaders Making Change, and the Women Who’ve Changed as a Result

Oakland Women’s Center—A Safe Space for All Women

Meet the Women Behind Oakland Women’s Center

TIMELINE Social content will reflect topics expressed in the media relations and content plan.

Below is a tentative timeline of when materials will be created

D ECEMBER

Create Paid Social Audience Overview Establish Brand Style for Facebook, Twitter and Instagram Update Messaging, Social Banners, Web Copy and Press Materials

JA NUARY

FEBRUARY

January Social Content Approved by January 5

February Social Content Approved by February 2

Paid Social to Increase Followers

Paid Social to Increase Followers

Reporting & Management

Reporting & Management

DESIGN STYLE Facebook / Twitter

DESIGN STYLE Instagram